Blog: customer value

Showing blogs: 1–9 of 9

Customers Raising the Bar for Service Experience across Channels

Nov 9 2011

Customers are raising the bar for service experience across channels -- are marketers doing the same?

We know that today's customers want many things, among them - complete control over the relationship they have with brands and companies; the improved ability to communicate with friends and other consumers on their brand experiences; and the expressed ability to control their privacy fiercely.

Given these new demands by customers, marketers need to take a hard look at the customer experience across channels and be sure they are raising the bar to meet customer expectations, or they will be left behind.

Are Communication Service Providers Really Ready for the Future?

Aug 30 2011

The media world has been and continues to undergo dramatic shifts as content continues to be delivered and consumed in myriad ways. A recent McKinsey Quarterly paper highlights the dramatic increase in the intensity with which people use digital devices and platforms. Approximately 50% of online consumers are now advanced users of smart phones, social networks and other tools such as tablets, up from 32% just two years ago.

Engagement [en-geyj-muhnt]

Aug 5 2011

Everyone's talking about customer engagement. And for good reason. The notion goes beyond the last decade of CRM-focused tactics and demands that marketers not only engage their customers, but understand how to measure that engagement. And, translate it into real value. Customer engagement is only one variable that contributes to the overall value equation, but it is without a doubt, the most vital attribute from which marketers can build on existing value.

Using Customer Insights to Drive Customer Value

Jul 29 2011

In our latest Customer Engagement video on customer value, John Strabley - Quaero's Director of Professional Services Consulting - discusses how you can obtain customer insight and in turn drive additional customer value and increased revenue.

What is customer value? We can derive customer value by looking at several factors: historical value that the customer represents, expected value over time (what we can expect from this customer going forward) and the unrecognized value (difference between expected and total potential value). We can see what percent of spend we are capturing vs. potential share of wallet and look at which sources drive high value customers.

The Customer Engagement Agency: CEA Video Series

May 13 2011

In this video, Naras Eechambadi, SVP and GM of Quaero, discusses the concept of the Customer Engagement Agency. What is Customer Engagement all about and what is the impact it can have on your business? Specifically, Naras focuses on the rapidly evolving world of marketing innovation and how it has changed the way that we are able to conduct business. The multi-channel environment, the shift in balance between companies and customers - the challenges are very complex.

Turning audience data into revenue: Part I

May 6 2011

A few weeks ago Forrester released a case study on our efforts with client ESPN to maximize their audience data to drive marketing revenue. That prompted a post outlining what we believe to be the four fundamental drivers of value in the media industry, categorically (1) data volume, quality and value (2) targeted ad packages that are easy to sell (3) value models that prioritize your CRM efforts, and of course (4) the right supporting infrastructure.

The most critical advice we can give is, do not be overwhelmed by the amount or distributed nature of your data. You have to build on what's in place first, and in some instances you can have an actionable segmentation within 12-16 weeks. The consolidation and analysis of existing data alone can produce immediate insight while you lay the foundation for more scalable programs and packages. For instance, if you have minimal self-reported audience data to work with, there is still valuable information about behavior, affinity, and level of engagement in your anonymous data that can be used to deliver distinct segments of value. But how?

Increasing Marketing Complexity Demands Smart Outsourcing

Mar 23 2011

In an article in the Harvard Business Review a few years ago, Gail McGovern and John Quelch argued that outsourcing marketing can lead to better quality and lower costs. They were arguing this primarily in the context of analytics and direct marketing, since most companies did not have in-depth expertise within their organizations to scale and manage these functions effectively and efficiently.

ESPN: Maximizing Audience Data to Drive Revenue Growth

Mar 17 2011

We ESPN have partnered with ESPN for over four years to build a Fan Relationship Marketing (FRM) capability and culture within the organization. What does this mean to them? It means maximizing audience data to drive revenue growth for the benefit of marketing, ad sales, and editorial. That's a tidy little sentence with a tremendous amount of team effort behind it. But it is achievable, with the right plan, focus and discipline.

Let's start with key drivers of value and Forrester's recent case study on our joint efforts. Then, in a series to follow I will cover the "what" and "how" of getting started.

Fewer metrics, greater result

Feb 18 2010

Most marketers typically have mountains of data at their fingertips but often struggle to translate the stream of reports in their in-box to actionable outcomes for their business. These reports often reflect the competing interests of internal stakeholders. That's why when overhauling your measurement system we think it's critical to start by focusing the organization on one critical business metric.... one that marketing, sales, finance, and customer service can rally around. This might be a customer value or share of wallet metric, something each member of the organization feels it can move the needle on. Your entire framework should cascade from this clear corporate priority.

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